10 programs proven to increase revenue

Transcription

1 BEST PRACTICE GUIDE Marketing Automation for Magento 10 programs proven to increase revenue

2 The average return on marketing investment is $44.25 USD for every dollar spent Experian.com The lifetime value of customers acquired through marketing automation is 12% higher than compared to other marketing channels Custora.com

3 Contents What is marketing automation? marketing automation programs proven to increase your revenue 6-7 #1 Welcome programs 8-9 #2 Transactional programs #3 Post-purchase programs #4 Abandoned cart programs Case study: Cabbages & Roses #5 Abandoned browsing programs 18 #6 Product replenishment programs 19 #7 Customer retention programs #8 Recommendation and upsell programs 22 #9 Lost customer programs 23 #10 Date driven programs Getting started with automation dotmailer for Magento About dotmailer Contact details 32

4 What is marketing automation and why should you use it? Put simply, it s sending the right message, to the right person, at the right time - automatically. And it is easier to begin the journey than you think. Imagination...Delivered What if you could re-create that personal touch your customers experience in their favorite high street store - but online? That personal experience where you know each of their names, their shopping need and can make suggestions on what they ve bought in the past? Well, if you had a just a handful of customers, then that would be pretty easy. But you don t. You have thousands. Hundreds of thousands. Each of them generating multiple activities, at different times of the day, all stored in your Magento account but impossible to track and respond to manually. So what do you do? Turn to dotmailer, that s what. We understand just how vitally important marketing automation is. What a beneficial difference it can make to your profits. We can help you engage with as many customers as you want, all on a one-to-one level. 4 Marketing automation for Magento: 10 programs proven to increase revenue

5 marketing automation is the most effective marketing channel for online retailers. Just take a look at some of the stats: now accounts for more than 7% of all ecommerce user acquisitions. ^ is 40 times more effective at acquiring new customers than Facebook and Twitter combined. is the no.1 activity on smartphones, with 78% of people checking s on their phone.* popularity and usage is on the rise, increasing from 3.9 billion accounts in 2013, and predicted to rise to 4.9 billion accounts by Magento powered retailers Magento is an environment which allows you to build a tailored digital store front for a personalized shopping experience. But if your marketing automation platform doesn t work well with Magento, sending the simplest campaign can be a headache. This is where dotmailer shines. We ve built our platform to integrate seamlessly with Magento to make the most of your customer data - your most important marketing asset. This means sending highly personalized campaigns is incredibly simple. In this Best Practice guide, we share the 10 programs our experience has proven will increase your revenue. What is marketing automation and why should you use it? 5

6 6 Marketing automation for Magento: 10 programs proven to increase revenue

7 10 marketing automation programs proven to increase revenue Marketing automation allows you to send the right message, to the right person, at the right time, every time. We ve evaluated 10 programs we re sure will deliver a healthy return on investment. What is marketing automation and why should you use it? 7

8 #1 UK Welcome programs furniture retailer, Made They began their welcome program by reinforcing their brand position and the prospect s decision to sign up. The subscriber was made to feel special, with a welcome gift voucher when they started shopping. Good welcome programs focus on building a relationship, not selling to the prospect. They are an important opportunity to collect valuable data on your prospects. They enable you to begin sending a series of personalized via marketing automation. Reassure the prospect about having signed up by communicating the benefits they ll get from having joined your mailing list. Show the credibility of your brand by displaying online reviews, testimonials and links to social media communities. Highlight forthcoming offers available to the prospect such as welcome coupons. Make them feel closer to the brand by sharing insider knowledge tips, product line previews and exclusive event entries. If you ask for additional data from the prospect make it clear how you will use it, and what they will get in return. 8 Marketing automation for Magento: 10 programs proven to increase revenue

9 Country Attire They highlight the benefits of registering and offer a unique discount code as thanks. A link to reviews and live help provide reassurance. The second in the welcome series was a data collection exercise, making it clear what the subscriber will receive. What is marketing automation and why should you use it? 9

10 #2 Transactional programs Magento gives you a number of default transactional s for different types of customer interaction, from newsletter sign ups to order confirmations. But the customization capabilities are relatively limited. So imagine this: your expensively acquired prospect likes your products and requests more information. But when they receive your it s uninspiring and doesn t match the brand experience they have had so far. By integrating with a marketing automation platform, you can take things to a whole new level. Purchase confirmation optimization Thank the customer for their purchase. Confirm payment, delivery and product details. Be as specific as possible about delivery, providing tracking links where possible. Showcase related products and make it easy for the customer to add more products to their order. Share customer service contact information and links to FAQs. Introduce the customer to your social media community. Shipping confirmation optimization Make sure it s clear in the content who s sending it especially if it s coming via a delivery carrier. As with the purchase confirmation, be as specific as possible about delivery times, address and delivery tracking details. Include customer service contact details it s better to be proactive about resolving any issues to avoid negative reviews and social mentions. You re delivering a positive message a perfect opportunity to adopt a lighter tone of voice! Encourage customers to sign up to you newsletter during this honeymoon period. If there are further s to follow, confirming delivery information and shipping, tell them. 10 Marketing automation for Magento: 10 programs proven to increase revenue

11 Post-sale transactional s have the highest customer engagement of any communication. Nike Here, Nike s ecommerce store delivered a clean and informative with estimated delivery date and all order details confirmed. Gant While Gant used the DPD Predict automated confirmation service, they didn t miss out on the opportunity to take credit for the delivery confirmation - a positive message. What is marketing automation and why should you use it? 11

12 #3 Post-purchase programs The post-purchase program engages with the customer at a different stage in the life cycle to the post-signup welcome program. But the principals remain the same. A post-purchase program should aim to build trust and make them feel great about the product they ve just bought, in order to: Reduce post-purchase uncertainty and therefore minimize returns. Further enhance your brand promise with consistent tone of voice and design. Take advantage of repeat purchase opportunities with cross-sell products and offers. Begin to develop customer loyalty and advocacy (see #7 to expand on this). Collect additional data to personalize your website and in the future. For Magento users, syncing your customer order data with your marketing automation platform is easy. It allows you to personalize your customer dialog. How did we do, and how do you feel? Asking new customers for feedback on the shopping experience they ve had is your opportunity to gain insight on the usability of your website, the product search and checkout experience. Social media has taught us that people like to feel their opinion matters so ask your customers what they think, and they ll respond. Make sure the is well timed - within a couple of days of delivery - so the experience is fresh in their mind. Include an image of the purchase to remind customers which product they re reviewing. Include customer service details to ensure the customer can resolve their issues with you before they post a negative review. Incentives will help encourage responses and make reviewing feel less like a chore. Use marketing automation to thank them once feedback has been left. 12 Marketing automation for Magento: 10 programs proven to increase revenue

13 Gant Here, Gant used the popular Magento extension Feefo to collect feedback on the shopping experience. The is written in such a way as to add credibility to the process while avoiding brand confusion. Dyson Big ticket online purchases in particular can come with a degree of post-purchase uncertainty. Here, Dyson used a well developed post-purchase (and postregistration) automation program to re-confirm the customers purchase decision, and all the benefits of the product. What is marketing automation and why should you use it? 13

14 #4 Abandoned cart programs What percentage of customers who enter your purchase funnel complete their purchase? If the number reflects the industry average, it s likely to be 32% of them *. That s right, 32%. That s why a successful abandoned cart program focusses on addressing the following key factors that may have influenced your customer s decision to leave: Give the delivery options and explain the suitability and value for money of each. Reinforce trust in the brand by providing links to reviews, testimonials and social media platforms. Let your visitor know their cart is saved, so if they choose to check out it will be quick and easy. Introduce the fear of missing out by playing upon a limited time message or a product stock alert. Two and three-stage abandoned cart programs are effective ways to re-engage prospects. A typical program might be built like this: Triggered 1 Sent 1 hour after the cart is abandoned. Ask your customer if they need any help. Remind them of the contents of their cart. Provide a call-to-action to revisit their cart and complete the sale. Triggered 2 Sent 1 day after the first . Remind them that the contents of their cart are still saved, and remind them of the benefits of shopping with you. Triggered 3 Sent 1 week after the second , offering your customer a discount voucher or unique discount code to use if they complete their saved cart purchase. Suggest related products alongside the contents of their saved cart. As a last throw of the dice, try offering discounts and free delivery. We recommend sending the first reminder message within the first hour, and then test and adapt based upon results. Also, remember to experiment with different timings based upon the day of the week. Free shipping offers are twice as effective as price reduction offers in convincing customers to re-engage and checkout. Source: Retentionscience.com * Source: Baymard Institute states that on average, retailers are losing around 68% of sales to abandoned shopping carts. 14 Marketing automation for Magento: 10 programs proven to increase revenue

15 Desirable Body Sports nutrition retailer Desirable Body sent an automated abandoned cart reminder. The prominent Order hotline number provides an additional option to checkout. Made This arrived within 1 hour of abandoning a cart at Made.com. It had an engaging headline reminding the customer they didn t complete their purchase, shopping can be easily be resumed and that help is at hand. What is marketing automation and why should you use it? 15

16 16 Marketing automation for Magento: 10 programs proven to increase revenue

17 CASE STUDY Cabbages & Roses Using the dotmailer for Magento integration, this high-end fashion and homewares retailer has implemented a number of best practice marketing automation tactics. These have resulted in significant increases in online revenue. Their abandoned cart program is a good example of how a two step campaign can bring dramatic returns. 1 fires an hour after cart abandonment. 2 is triggered the following day. Abandoned cart - 1 Very direct messaging and a 10% off coupon code creates a compelling reason for prospects to re-engage. We saw a 19% conversion rate on our abandoned cart program. And with a 5500% ROI, the results have been phenomenal. Holly-Leigh Harvey, Head of Operations at Cabbages & Roses Abandoned cart - 2 Clear personalization and an attractive image are used to re-engage prospects. What is marketing automation and why should you use it? 17

18 #5 Abandoned browsing programs Using web tracking, you can automate an to follow up on potential customers who leave your site before completing a purchase or signing up for more information. If you already have their address, you can address their reasons for leaving and encourage them to return with browse abandonment program. Although your visitor was not as close to completing a purchase as an abandoned cart visitor, the return on investment can still be healthy by following these steps: Send soon after they abandon within 1 hour. Help them choose the right product/service by providing product recommendations based on the data you do have. Educate them about your brand - ensure your design is consistent with your website and include educational content. Give them customer service information such as privacy/security information and a link to reviews. Let them know about additional benefits such as offers, free shipping and returns. Include a clear call to action to return and add an item to the cart. Alexa and Alexa The fashion retailer ticked all the boxes by including a clear picture and description of the product viewed, recommended related products, a free shipping incentive and alternative contact methods. On average online retailers gained 23.7% of revenue from browse recovery Source: Triggered Messaging 18 Marketing automation for Magento: 10 programs proven to increase revenue

19 #6 Product replenishment programs Marketing automation is a really effective way of driving and increasing repeat sales and recurring revenue. It s particularly useful if you re a Magentopowered retailer selling products with a repeat purchase or replenishment lifecycle. An effective product replenishment program may be structured like this: Identify the product, its lifecycle and the trigger point for re-stocking. Segment customers based on their purchasing habits those who re-stock earlier or more frequently and tailor programs around each group. Test incentives and calls-to-action for driving maximum conversions. The effectiveness of discounts, free delivery offers, bundles, simple reminders or Buy-One-Get-One-Frees may vary for different customer segments. Souvenaid Danone Nutricia sent product replenishment s with variations in message and timings based upon customer data. This was received 26 days after an initial purchase. What is marketing automation and why should you use it? 19

20 #7 Customer retention programs Brand building When creating a customer retention program, the focus isn t on selling, but on building a customer relationship. It s designed to keep your brand front of mind, with the aim of turning apathy into advocacy. The key is value-added content. This should take centre stage with all customer communications, such as: Video content. Event invitations - especially if there s an exclusivity factor only available by associating with your brand. Competitions and prize draws. New product previews. Product usage/care hints and tips. Customer feedback surveys. Your Magento transactional data, combined with the customer profiling data from your marketing automation platform, form ideal trigger points for launching customer retention programs. VIP customers Not all customers spend equally, so segment your best customers and create an automation program that rewards their greater loyalty and extra spend. If, for example, 20% of your customers have an AOV twice that of your database average, purchase from you at least twice a month and have ordered in the last two weeks, then this may well be your customer sweet spot. You ll gain most revenue by investing in retaining this segment. Magento, together with a marketing automation platform allow you to focus on these key data points to profile your best customers: Recency of purchase and visits. Frequency of purchase and visits. AOV. Total spend. marketing engagement, e.g. opens and click-throughs. Product returns. Product reviews and social engagement. 20 Marketing automation for Magento: 10 programs proven to increase revenue

21 A 5% increase in customer retention yields profit increases of % Source: Baines & Co Loyalty schemes As a Magento-powered online retailer, integrating a loyalty scheme with marketing automation is a must to drive and reward customer loyalty. It means you can create programs based on a customer s loyalty and encourage them to spend more to earn more. Joy This fashion retailer used Nosto (a Magento extension) to deliver personalized and toptrending products. These inspired unengaged customers to return, capturing lost revenue. dotmailer for Magento integrates with the leading Magento extension Sweet Tooth, to enable loyalty schemes. Mankind Lead with a strong headline emphasising the was about the customer and offered a unique discount coupon code to reward a VIP customer. What is marketing automation and why should you use it? 21

22 #8 Recommendation and upsell programs Tailoring content for an individual customer is a proven technique for driving up revenue. By using a marketing automation platform that syncs with your Magento data, it s easy to use online behavior and preferences to make predictive purchase recommendations. Test segmenting your cross-sell and upsell automation programs by AOV, last order date and last login date, to identify groups most likely to purchase. Base product recommendations on declared preferences, products and categories browsed, added to cart and wish lists, and purchased. Show images of recommended products. Include value-added content as well as recommendations. Link to customer reviews of complementary and related products. Invite customers to leave a post-purchase review to leverage the power of peer-to-peer marketing. Make it easy for customers to share your content and engage with you socially. Test the use of unique promotion coupon codes in upsell and cross-sell s. Joy In this cart abondonment , intelligent recommendations took stock levels into account, and added an extra level of customer service, resulting in increased AOV from customers that clicked. Schedule programs to trigger, based on customers meeting pre-defined segment criteria. Skip Fidura Client Services Director, dotmailer 22 Marketing automation for Magento: 10 programs proven to increase revenue

23 #9 Lost customer programs With the right marketing automation platform, it s quick and easy to re-engage customers if they have become lost. To reduce your attrition rate, sync the last purchase date and last login date from your Magento account into your marketing automation platform to trigger a lost customer program. Have the greatest impact on ROI by ensuring you: Deliver personalized messages. Incentivize re-engagement with money off their next order. Capture customer feedback on why they have lapsed. Learn from this feedback and adapt. Provide value-added content to build brand advocacy. Children s Place This children s clothing retailer used a program of s with differing creatives over a period of time, to incentivize re-engagement with offers and inviting feedback. What is marketing automation and why should you use it? 23

24 #10 Date driven programs Personalized date programs triggered by dates important to the customer, such as a birthday or anniversary, are simple quickwins that provide a feel good engagement with your customers by: Offering a unique discount code, free sample or gift to mark the occasion. Encouraging them to spend some of their gifted money on your site. Inviting them to create and share wishlists with their friends and relatives ecommerce calendar 1 January 2016 News Year Day 26 January 2016 Australia Day 14 February 2016 Valentines Day 5 March 2016 Sydney Mardi Gras 17 March 2016 St Patricks Day March 2016 Easter 25 April 2016 Anzac Day 10 May 2016 Mothers Day 5-21 August 2016 Olympics 4 September 2016 Father s Day 3 October 2016 Labour Day Calendar driven programs The holidays represent a important period of the year for retailers, and as such justify a marketing automation program of their own. Key dates in November, December and January offer lucrative opportunities to automate date triggered campaigns to help maximize your share of the spend. 31 October 2016 Halloween 25 November 2016 Black Friday 28 November 2016 Cyber Monday 12 December 2016 Green Monday 25 December 2016 Christmas Day 26 December 2016 Boxing Day Sales 31 December 2016 New Years Eve In fact, many of the dates give you creative opportunities to show off your brand in its best light. 24 Marketing automation for Magento: 10 programs proven to increase revenue

25 erer Astley Clarke This example from Astley Clarke shows how date triggered messages can help drive urgency around the key purchase points of the holiday period. Macy s Use of a unique coupon code and the personal sentiment implied in this example from Macy s, successfully encourages a click-through to purchase. What is marketing automation and why should you use it? 25

26 Getting started with automation Marketing automation is a journey - the more you do, the easier it will get, and the more ROI it will deliver. Start with programs that can be made and implemented quickly and easily, then build your activity up from there. Setting objectives Be clear about what you want to achieve from marketing automation, and why those objectives matter. Begin by defining your goals and metrics. Be clear about the drivers that will deliver your numbers. Drive repeat business. Increase AOV. Increase the value of initial customer spend. Reduce churn and attrition. Win more referrals and recommendation. Increase the number of recovered carts. Whatever it is, ensure each of your automation programs that lead to a conversion path on your Magento site can be tracked for ROI. Also, remember to ensure you re using an marketing automation platform that efficiently syncs with your Magento data. This is essential for clear and accurate reporting on the key metrics you need. 26 Marketing automation for Magento: 10 programs proven to increase revenue

27 Creating content The common mistake some marketing teams make is to begin a program that requires the creation of new content. Thinking big - but starting out small - can help you avoid this pitfall. Take stock of the usable content you already have on your website, your blog, in previous newsletters and campaigns even on YouTube. Re-purposing content is a secret weapon used by savvy marketers. In order to avoid delays treat programs that require new content created differently to those using existing content. Remember to tailor your messages: offers and content should be based on data you hold on a particular customer. Walk before you run By taking these simple steps first, you ll set the stage for more sophisticated communications to come later. Create some simple segments based upon purchase history, recency of visit, engagement or customer interests. Begin with a short program aimed at a single audience and then build over time with personalization and dynamic content. Consider beginning with an abandoned cart program to provide a quick and profitable win. Then look at launching a simple post-purchase welcome program. Next, create a prospect nurturing program, following newsletter website signup. Your choice of marketing automation platform is crucial. Choose correctly and you ll find getting started and increasing your ROI is easier than you think. What is marketing automation and why should you use it? 27

28 dotmailer for Magento dotmailer for Magento is the market-leading and marketing automation integration for Magento-based retailers. By marketers, for marketers Engage your customers and increase sales with dotmailer an system built to work perfectly with Magento. It s powerful and easy to use, so you achieve great results quickly. That s why we make moving to dotmailer easy as possible. We have a dedicated migration team to get you up and running in no time. In fact, most clients are up to speed within a week. Once you re with us, we make sure there s always someone you can talk to if you need help. You ll also be able to tap into our expertize. Your Account Manager will be able to advise you on marketing automation programs, analysis, planning and ROI. Our Creative Services team design and build award-winning brand experiences and campaigns. Our Strategy team bring expertize, experience and thought leadership to your marketing automation activity. Our Custom Integration team ensure systems seamlessly talk to each other. Integrate with dotmailer Just some of the platforms we have pre-built integrations for. And we re adding new ones all the time. Our Support team s always on hand. Whatever kind of assistance you need it s only a click or call away. 28 Marketing automation for Magento: 10 programs proven to increase revenue

29 dotmailer for Magento helps you talk to your customers one-to-one, simply, quickly and efficiently. Features at a glance: All historical customer & order data Wishlists, cart contents & reviews Store website browse behavior and social profiles Custom attribute mapping for customers & orders Enterprise loyalty & segment mapping Create campaigns in minutes with drag and drop templates Segment and automate from complex queries in seconds Build integrated branded data acquisition forms & surveys Multi step Abandoned cart programs for customers & guests Browse abandonment campaigns Welcome, post purchase, birthday, loyalty campaigns and more! SMS, Push, CRM, Lead scoring, Call centers Best Sellers & Most Viewed to a category level Upsell, Cross-sell, Related products for purchases and cart contents Unique coupon codes for any promotional rule First, Last & Most frequently purchased category & brand Most frequent day & month of purchase 3rd party integration with intelligent product recommendation engines Full SMTP service with improved delivery & delivered, open & click reporting Technical onboarding included dotmailer for Magento For ultimate ease of use dotmailer can be baked directly into the Magento admin area What is marketing automation and why should you use it? 29

30 About dotmailer Our mission is to make it as easy as possible for marketers to get results that make a dramatic improvement to their business. marketing. Evolved dotmailer is a global marketing automation provider and a technology provider for Magento. We are recommended by the best Magento Solution Partners. And our background is solid ecommerce. In 2009, we developed a successful, innovative ecommerce platform, used by flourishing retail brands like Rodial Rush Hair, Nicol Farhi and Myla. Today, all our ecommerce innovation, experience and expertise goes into enabling Magento users to do the kind of advanced marketing they only imagined. And they re seeing some remarkable result. 30 Marketing automation for Magento: 10 programs proven to increase revenue

31 Whilst our business has changed almost unrecognisably from our formation in 1999, some qualities remain: a commitment to excellence, dedicated people and a profitable business model. Tink Taylor Co-founder & Chief Operating Officer What is marketing automation and why should you use it? 31

32 Time to talk? Whatever your marketing challenge, our combination of marketing insight and the dotmailer platform makes us the perfect ally. Talk to us now. We can discuss your specific needs, and find the ideal way for us to help. Because the more we and our technology can do for you, the more capacity you have to work strategically on building your business. We d love to hear from you. Discover how dotmailer can help transform your business: dotmailer.com/resources